Wednesday, May 30, 2012

More than half of Irish tea drinkers believe “you know them” if you can make their perfect cuppa!

Today, Lyons Tea have released some really interesting research conducted for them by Amárach Research. The research shows that 51% of Irish tea drinkers feel that someone knows them if they can make them a cup of tea to their particular liking. Perhaps even more interesting, 20% of people said that they judge people on their tea-making skills.

Some other interesting facts thrown up by the research were:

More than 80% of Irish people drink tea every day

On average Irish people make three cups of tea each day in work alone

Using a specially developed pantone range of tea shades; from ‘perfect tan’ to ‘milky way’, it was releaved that ‘perfect tan ’is the best tea shade for 20% of Irish people

Also, 58% of Irish people take their tea without sugar or sweetener

The research comes on the back of the launch of Lyons Tea's newly crafted range of richer tasting tea. Don't be fooled though, there is real innovation here with Lyons Tea having developed a brand new, unique pressing technology. The new process means that the tea leaves are pressed at different stages during fermentation in order to capture and preserve the genuine and refined taste of fresh tea in each blend:

Fresh Blend: When in need of a pick-me-up….the tea leaves are pressed within hours of picking to give a uniquely clean, smooth, golden and fresh-tasting tea.

Gold Blend: The rich full flavour tea that tea drinkers have always loved, enriched with some pressed tea leaves.

Speaking at the launch of Lyons Tea’s new richer tasting range, Nicola Tougher, Lyons Tea Brand Manager, said, “We’re delighted to introduce our new range as Irish people have a passion for tea like no other nation, with a very refined palate. Our new range of richer tasting tea caters for just that! The two blends, Fresh and Evening, are totally new with a unique fresh taste achieved with our innovative and exclusive pressing technology. It’s a new chapter in tea!”

Dr Eddie Murphy, Clinical Psychologist (of RTE’s Operation Transformation fame), commented on the research, “It’s interesting to see what impact tea can have on relationships. It’s about noticing the small little things, the little things that become big things that enliven relationships. Small courtesies, warm smiles and making a cup of tea the way someone likes it, shows recognition and awareness - that you care about them. When people make tea for someone they’re making an emotional connection which in turn increases fondness and trust, thus enabling the relationship to grow and develop.”

Dr Eddie Murphy continued; “Unsurprisingly an overwhelming majority consider tea as a source of comfort – the ultimate problem solver. It’s the first thing we do when we hear bad news and in turn have something to celebrate. What the Lyons Tea research also reveals is that Irish people find it increasingly difficult to switch off and even experience guilt when relaxing. In terms of support networks the Irish mother maintains her legendary status as a central support figure however when we want to be cheered up best friends or partners are much higher on the list most likely as mothers tell you how it really is while best friends tend to dress things up and tell you what you want to hear!”

The new campaign has slotted in to the existing 'Talk' creative driving all of Lyons Tea's current advertising:

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Digitology is primarily a dissection of digital culture. Here you'll find everything from the latest digital marketing news to information on new and innovative digital products. Although based in Dublin, the blog draws on the entire cyber collective, with insights into both domestic and international developments. However, you may also find posts on some of the other things I love in life like food, art, events etc.

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